William McDonough

Cradle to Cradle

1. IDEA 1

   Products can be designed without waste

   McDonough, an architect, and Braungart, a chemist, argue that instead of making products that end up as waste, we should design them so their materials can be endlessly reused. They call this cradle to cradle.

2. IDEA 2

   Waste can become food

   The authors argue that in nature, waste from one organism feeds another. Human design should follow the same principle. In their view, this turns the idea of rubbish upside down, as every material should be designed for another use.

3. IDEA 3

   Some materials return to nature

   The authors describe biological nutrients, materials that can safely break down and feed the soil. In their account, such materials, once used, can go back to the earth as nutrients, much like a fallen leaf.

All 8 ideas from Cradle to Cradle →